Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company

232 Pages·2015·4.449 MB·English

by  Johnston, Norm

Adaptive Marketing
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Adaptive Marketing
Leveraging Real-Time Data to
Become a More Competitive
and Successful Company
Norm Johnston
palgrave
macmillan
ADAPTIVE MARKETING
Copyright © Mindshare UK, 2015.
Softcover reprint of the hardcover 1st edition 2015 978-1-137-46292-3
All rights reserved.
First published in 2015 by
PALGRAVE MACMILLAN®
in the United States—a division of St. Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Where this book is distributed in the UK, Europe and the rest of the world,
this is by Palgrave Macmillan, a division of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills,
Basingstoke, Hampshire RG21 6XS.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe and other countries.
ISBN 978-1-349-55291-7 ISBN 978-1-137-46293-0 (eBook)
DOI 10.1057/9781137462930
Library of Congress Cataloging-in-Publication Data
Johnston, Norm.
Adaptive marketing : leveraging real-time data to become a more competitive
and successful company / Norm Johnston.
pages cm
1. Internet marketing. 2. Marketing—Data processes. I. Title.
HF5415.1265.J64 2015
658.8—dc23 2015012373
A catalogue record of the book is available from the British Library.
Design by Newgen Knowledge Works (P) Ltd., Chennai, India.
First edition: September 2015
10 9 8 7 6 5 4 3 2 1
Contents
List of Figures vii
Foreword ix
Acknowledgments xi
Chapter 1 A Few Words about Data 1
Chapter 2 The World’s Largest Focus Group 23
Chapter 3 #HappyCustomers 53
Chapter 4 Exploring the Spectrum 81
Chapter 5 Blurred Lines 111
Chapter 6 Heavy Lifting 139
Chapter 7 Light Touch 165
Chapter 8 Through the Looking Glass 189
Notes 213
Index 221
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Figures
1.1 Forecasted Growth in the World’s Total Data 2
1.2 Variables That Lead to Higher Internet Usage 3
1.3 Mobile Internet Users Surpasses PC Users 6
1.4 The Five S-Factors of Data 15
2.1 Different Adaptive Approaches for Products and Services 44
3.1 Response Time Expected by Companies Contacted
on Social Media 57
3.2 Top Ten Socially Devoted Brands 59
3.3 Different Adaptive Approaches for Customer Service 75
4.1 The Foundational and Adaptive Layers of Media 84
4.2 Growth in Smart TV Ownership in the USA 86
4.3 Different Adaptive Approaches to Different Types
of Media 87
4.4 Cookies Simplified 89
4.5 Different Ways to Connect Media Throughout the
Consumer Journey 99
4.6 US Internet Users Who Think Digital Ad Personalization
is Important, By Format 105
4.7 Different Adaptive Approaches to Advertising 106
5.1 Forecasted Growth in e-Commerce Sales Worldwide 121
5.2 Growing Trend for Millennials to Use Mobile Phone
When Shopping 123
5.3 Different Adaptive Approaches to Retail and Sales 134
6.1 Find the Data 142
viii ● Figures
6.2 Manage the Data 145
6.3 Report the Data 149
6.4 Action the Data 154
6.5 Adaptive Marketing Engine 159
7.1 Factors That Contribute Most to Success, or the Absence
of Which Contributes Most to Failure, of Companies’
Past Digital Initiatives 167
7.2 Marketing and IT Executives Citing the Need for More
Collaboration between the CMO and CIO 170
7.3 Three Adaptive Operational Structures 174
8.1 The Growth in Wearable Technology 192
Foreword
N
orm Johnston’s Adaptive Marketing successfully articulates
the impact of the digital age on the velocity of marketing.
Marketing has changed. For generations strategies were con-
ceived, messages were created and delivered in just a few channels, and
marketers and agencies alike waited. They waited for tracking studies
to illuminate levels of awareness and preference and waited longer still
to receive the orders that told them to start the line and deliver more of
their product to customers. Periods of minimal illumination stretched
between phases, and marketers were largely impotent in reacting to
threats or opportunities with new messaging, altered weight, timing,
or location of delivery.
T he adaptive marketer knows more, knows it more quickly, and
responds to greater effect. She knows what works and what does not;
she knows where it works and where it does not; she knows more about
her customer and can refine her delivery to optimize shareholder value
and market share.
T he adaptive marketer’s greatest ally is data, not just the slow mov-
ing data of generations past but fast moving data and signals that indi-
cate opportunities for new revenues, customer sentiment, geographic or
demographic pockets of opportunity, and, of course, sales. From social
media to point of sale, from search queries to e-mail response, from
online sales to weather, the adaptive marketer can listen, analyze, and
respond in an approximation to real time.